Scenario-Based Digital Marketing Assessments #
For each scenario, state your decision, evidence required, first action and success metric. Suggested approaches follow each prompt.
Scenario 1: Limited budget, new local service #
A local service business has a small budget and needs qualified enquiries within a month. It has accurate business details but a basic website.
Task: Prioritise the first three actions and define measures.
Suggested approach: Make the service and contact pages useful on mobile, verify the local profile and tracking, then test tightly targeted high-intent paid search if budget permits. Measure qualified enquiries, booked appointments and cost per qualified lead—not profile views alone.
Scenario 2: Falling organic traffic #
Organic traffic falls after a site migration.
Task: List the first technical checks and explain why content should not be rewritten immediately.
Suggested approach: Check redirects, status codes, robots directives, canonicals, sitemap, indexation, internal links and Search Console patterns by page/query. Compare the decline with migration dates and affected templates before changing content.
Scenario 3: Campaign CPA rises #
Paid campaign cost per acquisition rises 35% week over week.
Task: Create a diagnostic sequence before cutting the entire budget.
Suggested approach: Validate tracking and conversion lag, compare spend, auction conditions, search terms, audience mix, landing-page changes and conversion rate. Segment by campaign and device, then address the most evidenced cause and document the result.
Scenario 4: Low course enrolment #
An online course gets many enquiries but few enrolments.
Task: Identify where to analyse the funnel and how to improve follow-up ethically.
Suggested approach: Track lead qualification, demo booking and attendance, application and enrolment. Clarify prerequisites, curriculum, time commitment and pricing; send relevant follow-up with clear opt-out and avoid unsupported employment promises.
Scenario 5: Conflicting reports #
Advertising reports 120 conversions while the CRM records 86 qualified leads.
Task: Explain how to reconcile the figures.
Suggested approach: Compare conversion definitions, date ranges, attribution windows, duplicate events, time zones, imported offline conversions and CRM qualification rules. Document the final definitions before comparing performance.
Assessment rubric #
- Defines the business objective and relevant audience.
- Uses evidence before selecting an intervention.
- Chooses measurable KPIs with clear definitions.
- Considers privacy, consent, accessibility and user experience.
- Explains risks and how results will be evaluated.
